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Brand Development & Strategy proposal for BRAND DEVELOPMENT & STRATEGY VILLAGE of COTTAGE GROVE September 4, 2020 October 28, 2020 – Revised Signalfi re, LLC 1711 Woolsey Street | PO Box 491 Delavan, Wisconsin 53115 (262) 725-4500 | matthew@signalfi re.us www.Signalfi re.us Confi dential Work Product Signalfi re, LLC (“Signalfi re”) offers this marketing overview and proposed program in good faith to the Village of Cottage Grove. The material contained within this document and in the accompanying presentation is a confi dential work product of Signalfi re. Signalfi re retains full ownership of the enclosed materials and processes. Proposal for Services Submitted by: Signalfi re, LLC Matthew B. Olson, Sole Member 1711 Woolsey Street, STE D PO Box 491 Delavan, WI 53115 (262) 725-4500 Telephone matthew@signalfi re.us www.signalfi re.us Objective Signalfi re, LLC (Signalfi re) wishes to submit the following brand development proposal for the Village of Cottage Grove (“Cottage Grove” or “Client”) in response to an RFP dated August 14, 2020. What sets Signalfi re apart from the competition is storytelling. One common thread between everyone at Signalfi re is their passion for creating brands that tell an incredible story. The ability to communicate and engage an audience, regardless of medium, is critical for a community’s brand in today’s environment. We believe this ability to “share stories” defi nes how Signalfi re will succeed in developing a successful tourism focused brand for Cottage Grove. Signalfi re sees itself as the perfect choice for Cottage Grove as a qualifi ed creative branding and marketing partner because: • Signalfi re provides creative / marketing services for similarly-sized community tourism organizations and tourism related businesses. • Signalfi re has won multiple awards for tourism marketing design and logo design/branding. • Signalfi re possesses a qualifi ed team of professionals passionate about innovative marketing practices involving all forms of media. • Signalfi re is a growing agency with a solid procedural foundation and inventive creative ideas that will directly benefi t Cottage Grove. Signed By: Signalfi re, LLC Matthew B. Olson, Sole Member 2 Signalfi re, LLC Proposal for the Village of Cottage Grove TABLE OF CONTENTS REQUIRED STATEMENTS . 4 WHY SIGNALFIRE? . 5 OUR EXPERIENCE MAKES A DIFFERENCE . 6 REFERENCES MATTER . 7 WHY YOU NEED SIGNALFIRE’S CREATIVE MARKETING GUIDES & OUTFITTERS . 8 HOW SIGNALFIRE’S TEAM WILL COLLABORATE WITH COTTAGE GROVE . 9 MEET #TEAMSIGNALFIRE . 10 THE PLAN . 12 Phase I: Discovering and Understanding Cottage Grove ........... 12 Phase II: Research and Compare ................................................... 12 Phase III: Visual Identity Development ......................................... 13 Phase IV: Application of the Brand ................................................ 14 PROJECT TIMELINE . 15 PROJECT BUDGET . 16 INTENT TO PROCEED . 17 APPENDIX A – LOGO SAMPLES . 18 TERMS AND CONDITIONS . 24 Signalfi re, LLC Proposal for the Village of Cottage Grove 3 REQUIRED STATEMENTS Non-Substitution of Personnel Signalfi re will not substitute or exchange personnel assigned to the account without expressed written acknowledgement from Cottage Grove. In the case of personnel departure or termination, Cottage Grove will be informed as soon as possible along with a transition plan. Confl icts of Interest and Collusion Signalfi re and named sub-contractors have no confl icts of interest with Cottage Grove. There have been no previous understandings, agreements, or connections with Cottage Grove prior to receiving this Request for Proposal. Insurance Signalfi re is currently insured through American Family Insurance and underwritten by Midvale Indemnity Company through Matthew Faytle & Associates, Inc located in Delavan, Wisconsin. Policy # BPP1061212. Workers Compensation is covered through Lockton Companies, LLC of Houston, Texas. This is managed by Signalfi re’s HR partner, Insperity PEO Services. Policy # C6674341A. Legal Description of Signalfi re, LLC Signalfi re, LLC is fi led as a Limited Liability Company with the State of Wisconsin. Matthew Olson is the Sole Member. Currently Signalfi re maintains Matthew plus multiple employees and additional independent contractors. Legal representative is Attorney Dale Thorpe of Thorpe & Christian, S.C. of Delavan, Wisconsin. Signalfi re, LLC Matthew B. Olson, Sole Member 1711 Woolsey Street, STE C and D PO Box 491 Delavan, WI 53115 (262) 725-4500 Telephone matthew@signalfi re.us www.signalfi re.us 4 Signalfi re, LLC Proposal for the Village of Cottage Grove WHY SIGNALFIRE? Signalfi re has been working with community marketing in Wisconsin since 2007. Communities from Door County to the Driftless region have partnered with our team to create incredible destination brands. From visual identities to comprehensive marketing efforts, our team of creative marketing Guides & Outfi tters will create a captivating community brand. Destination and community-related business branding has been a signifi cant part of what has allowed Signalfi re to shine. Our passion for understanding both the economic development and the tourism drivers allow Signalfi re to create a brand that fi ts Cottage Grove. Our collaborative process includes learning from local businesses, connecting with your staff, and experiencing the community fi rst hand as travelers. The mission will be to have a solid vision of your ideal travelers and the right brand voice to speak to them. When the visual designs are created, they will be a direct refl ection of the research. The marketing adage, “you cannot read the label from inside the jar,” applies very well. Bringing in a creative partner from outside the area will be an excellent avenue for fresh perspective and insights. We experience your community just like your ideal travelers do. Some other areas Signalfi re may be able to help: • Graphic design of creative collateral such as activity guides, event promotions, or other visual materials • Website design includes complete development of the user experience, construction, SEO, maintenance, and management (we’ve got some really awesome examples) • Content development such as blog writing, keyword research, web content, and social media content • Email marketing services such as monthly email newsletters, email promotions, or other campaign-related services • Social media management and consulting includes everything from account management, advertising, staff training, and strategy development • Digital marketing support for search pay-per-click (PPC), targeted display advertising, geo-fencing, retargeting, and search retargeting Signalfi re, LLC Proposal for the Village of Cottage Grove 5 OUR EXPERIENCE MAKES A DIFFERENCE Examples of the work can be found in Appendix A Additional design and branding examples may be found on our website. Destination Sturgeon Bay Signalfi re has been a creative partner with the community of Sturgeon Bay since 2007. In late 2019, new city-wide wayfi nding ushered in a new visual standard. This new visual style also brought a name change to the tourism entity. Sturgeon Bay Visitor Center became Destination Sturgeon Bay. Building on the new wayfi nding project, Signalfi re implemented the new branding. From outdoor environmental graphics to the 50-page Activity Guide, Signalfi re created the needed materials to launch the new brand. This also included a detailed style and usage guide to ensure the visual consistency of the iconic design. Gage Marine Corporation Gage Marine Corporation has been operating numerous businesses on Lake Geneva since the mid-1800’s. Signalfi re was tasked with standardizing the brands and bringing them into a cohesive visual identity. Two of the most iconic brands are the cruise boats of Lake Geneva Cruise Line and the only lakefront restaurant on Lake Geneva, PIER 290. Signalfi re’s new logos built on the traditional burgee fl ag of Gage with a clean and modern feel. Each business unit received a fresh look, a comprehensive style guide, advertising redesigns, and new websites. Additionally, Signalfi re was contracted to build a 12-month content marketing program that covered blog writing, monthly email newsletters for each entity, comprehensive social media management, and print advertising design. Forgottonia Make It Macomb is a regional destination marketing organization nestled in the middle of west central Illinois. This university town is frequently overlooked by travelers due to its distance from the major Interstates. Macomb Area Convention and Visitors Bureau hired Signalfi re to develop a new brand for the rural region. Signalfi re’s research found the infrastructure growth of the 1960’s and 1970’s passed over the region. Local activists and lawmakers protested how the region was forgotten with a semi-serious attempt to secede from Illinois under the name Forgottonia. 6 Signalfi re, LLC Proposal for the Village of Cottage Grove Being forgotten about in the 60’s and 70’s allowed their small town charm to be preserved. Local history included the birthplace of the inventor of Monopoly, two speeches from Lincoln, and a classic courthouse square. Being forgotten preserved the charm of Forgottonia. Signalfi re’s brand design refl ects back to a simpler time and a slower pace, something travelers to the region want to experience today. Signalfi re revived the name, designed the logo, and created a style guide for the organization to build on with local marketing providers. Having been recently delivered, this brand is still being deployed and may not be on many marketing materials. Fish Creek Civic
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